In a recent viral trend, fitness influencer Ashton Hall’s meticulously timed morning regimen, characterized by luxury and humor, has captivated millions online. With over 98.4 million views on TikTok and 674.5 million on X, Hall’s routine showcases a multitude of product placements, primarily featuring Saratoga Spring Water.

The Routine in Detail

Hall’s routine consists of unusual yet structured activities, including:

• Waking up at 3:52 a.m.
• Pouring a cup of Saratoga Water shortly thereafter.
• Working out alongside a bottle of Saratoga Water.
• Cooling down by dunking his face in a bowl of ice-cold Saratoga Water.

This routine, marked by its excessive luxury, notably incorporates frequent appearances of the bright blue Saratoga bottle, creating a humorous tone that resonated with viewers.

Saratoga Water’s Brand Response

The exposure from Hall’s videos has led to a substantial spike in interest for Saratoga Water. According to MarketWatch, stock prices for Primo Brands, the company behind Saratoga Water, surged by 16% in premarket trading after the trend began, although that increase leveled off as the day progressed. Data from Google Trends indicates that searches for the brand have shot up over 1,000%, reaching unprecedented levels since the routine went viral.

Cultural Impact and Reactions

In the wake of Hall’s viral success, many users on TikTok and X have begun recreating his morning routine with their own comedic twists. Brands and influencers alike have jumped into the trend, including notable mentions from Jimmy Donaldson, known as MrBeast, along with multiple social media brands responding to the situation with light-hearted commentary.

While some reactions have leaned towards humor, others have criticized the content, suggesting a tone of privilege in Hall’s routine, including specific grievances about the portrayal of women in the video.

Saratoga Water’s Strategic Next Steps

As the brand continues to ride the wave of newfound engagement, Saratoga Water has made a brief acknowledgment of Hall’s contributions to its visibility, but a comprehensive marketing response has yet to be fully realized. A recent investor presentation from Primo Brands revealed substantial growth since their acquisition in 2021, with sales projected to climb from $13 million to $71 million by 2024.

While Hall’s original video does not explicitly label Saratoga as a partner, the high frequency of branding suggests a likely sponsorship scenario. Attempts to engage Hall for clarification on the partnership have not yet been met with a response.